Recent Boeing aircraft safety incidents have had a profound impact on behaviour
Savanta’s poll found that 72% of UK adults have heard to some degree of Boeing aircraft safety incidents and malfunctions in the past year.
Among those aware of these incidents, three-quarters (76%) are concerned to some extent about air travel safety, and more than half (55%) claim they will change their behaviour around safety for future air travel plans.
Two in ten (20%) say they will research the type of aircraft being used before booking a flight or look for airlines that provide transparent information about their aircraft safety and maintenance records. 17% are considering alternative modes of transport where possible, or will avoid airlines that predominantly use Boeing aircraft.
There is a clear demand for airlines to provide safety information to customers
Among the leading airlines in the UK, there are five that use Boeing aircraft models involved in the recent safety incidents and malfunctions: British Airways, Jet2.com, Ryanair, TUI Airways, and Virgin Atlantic. Based on our research, a high proportion of Brits (78%) were expected to travel with these airlines for any of their summer 2024 trips.
Regardless of whether the airline uses Boeing aircraft, 80% of Brits expect to receive safety information before a flight.
Specifically, half would expect assurances that safety checks are being fully carried out, or communications from the pilot or crew about safety prior to departure. Other granular information is also expected such as the aircraft’s safety and maintenance records, aircraft model, and airline safety records and incident history although to lesser degree.
Although eight in ten expect to receive safety information before a flight, in reality, the proportion that claim to have received such information is much lower. Less than two thirds (64%) of those who have already travelled by plane this past summer claim to have received safety information from the airline before departure:
- Less than a quarter (23%) claim they received assurances that safety checks are being fully carried out.
- 38% said they received communications from the pilot or crew about safety.
Younger people are more likely to alter safety behaviours and demand in-depth safety information
Younger people are significantly more likely to claim they will change their safety behaviour than older people, and more likely to expect some safety information before a flight.
As explained by Josephine Hansom, SVP of Youth Research in Savanta, this could be due to different life stages:
“As younger travellers are at a different life stage, they are more inclined to prioritise comprehensive safety information because flying will be new to them. Growing up in an era of greater transparency and access to information means they expect safety reassurances before a flight. However, as we get older and become a more experienced traveller, our relationship with safety becomes more lax—with many older travellers not watching the safety instructions.
What this means for plane safety is that it’s important to update information regularly and maintain novelty by emphasising new developments. As technology changes, sharing the positive impact on passenger safety is crucial. Gen Z is the storytelling generation, so a backstory always helps reinforce important messaging.”
The proportion of those who expect safety check assurances or communications from the pilot or crew about safety prior to departure, is similar across all age groups. But younger generations are more likely to expect additional granular information such as the aircraft’s safety and maintenance records, aircraft model and incident history. Information which can be made available well before departure.
Proactive safety communication from airlines is key for building passenger loyalty and trust
Given the widespread awareness about Boeing aircraft safety incidents, airlines must proactively address these issues to maintain consumer loyalty. With over half of those aware altering behaviour around safety for future air travel plans this year, and a significant proportion of Brits expecting comprehensive safety information, airlines that meet these expectations are likely to see an increase in customer trust and satisfaction.
Providing clear verbal assurances and updates before departure from pilots or crew can significantly enhance passenger trust and comfort as they offer a personal touch and more immediate reassurance to the customer. Younger generations also expect additional in-depth safety information to be made available well before departure. Listening to these younger age groups is essential, as they will become the primary customer base in the future. In an industry where safety perception is paramount, taking these steps is not just beneficial—it’s crucial.